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December 3, 2009, Article

Article

MediaMath and BlueKai Partner to Deliver Enhanced Audience Targeting Across Ad Exchanges

Partnership enables up to 25x greater value for agencies and advertisers

NEW YORK — December 3, 2009 ― MediaMath, the leading digital media buying platform and services company, today announced a strategic partnership with BlueKai, the largest source of online consumer intent data, to bring enhanced audience targeting to the more than 11 billion biddable impressions MediaMath accesses daily.

Reflecting MediaMath’s track record as the leading edge innovator in media trading, it is the first demand side platform to announce participation in the BlueKai Certification program. This partnership enables agencies to easily select from BlueKai’s thousands of in-market, demographic, geographic, lifestyle and behavioral segments and – using MediaMath’s unique optimization and biddable buying capabilities – reach target audiences with dramatically greater precision, scale and cost efficiency.

“BlueKai aggregates anonymous data from the best sources on the Web, and we’ve consistently seen tremendous results for agency clients as we’ve developed this partnership the past 12 months,” says Erich Wasserman, MediaMath co-founder and VP of Account. “A great example of this partnership’s impact is a recent campaign for a national automaker – deployed by a major media agency through our TerminalOneTM trading platform.”

Wasserman continues, “The agency and automaker wanted to target Internet users who were actively shopping for specific classes of cars. Using impression-level bidding against in-market auto shopping data from BlueKai, MediaMath was able to deliver five times the targeting accuracy at 20 percent of the cost of reaching those users without the ability to assemble impressions and data on-the-fly. That’s a 25x improvement to campaign efficiency and the kind of impact every one of our agency partners wants to have for their clients. Couple that with the fact that with BlueKai data in hand, we can deliver more relevant ads to consumers and pay a significant premium for those targeted impressions – so consumers, publishers, and marketers all benefit.”

“We’re thrilled to integrate with MediaMath’s TerminalOne Platform, which allows their agency clients to precisely buy impressions that reach specific audiences at the right price for each impression,” says Omar Tawakol, BlueKai’s CEO. “This approach revolutionizes the way media is bought, and makes every campaign dollar work that much harder at driving tangible business results for advertisers.”

MediaMath’s partnership with BlueKai is evidence of the continuing evolution in online marketing, where clients are demanding ever higher levels of measurable impact and efficiency, and data increasingly sits at the heart of effective media planning. Market leader MediaMath’s ability to enable BlueKai targeting across every biddable media source is only expected to accelerate this trend.

ABOUT MEDIAMATH

MediaMath’s TerminalOne buying platform provides advertising agencies with the technology and back office services to trade effectively across leading display advertising sources. It includes a common interface and workflow, data management layer that integrates marketer and third-party data, PhD-designed algorithms and bid optimization, and deep relationships with over a dozen major sources of quality supply, including Yahoo! RightMedia, Google’s DoubleClick Advertising Exchange, Microsoft AdECN, Facebook, and others.

Headquartered in New York, the company was founded in 2007 by a team of seasoned entrepreneurs, marketers, technologists, and quants. Investors in the company include Safeguard Scientifics, Inc. (NYSE: SFE), QED Investors, and European Founders Fund. For more information on MediaMath, visit www.mediamath.com.

About BlueKai

BlueKai (www.bluekai.com) created the first online data exchange designed with consumer transparency and control in mind. By aggregating valuable shopping and research activities across the Internet, BlueKai is building the world’s largest database of true intenders. Unlike ad networks, BlueKai does not sell ads or impressions, it simply provides data on-demand for marketers, ad networks or publishers to boost the quality and scale of ad targeting initiatives. Data providers earn revenue in a privacy friendly way. The BlueKai Registry enables consumers to see what marketers know about them, edit their online preferences and gain rewards in charitable donations. The privately-held company is based in Bellevue, WA and is a recipient of the AlwaysOn 2009 OnMedia 100 award as a Technology Innovator in Advertising.

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